By O. C. Ferrell, Michael Hartline
Completely revised and up-to-date, business plan, 5e keeps with one fundamental aim: to coach scholars to imagine and act like agents. jam-packed with state of the art insurance, present examples, new instances, and--for the 1st time--photographs, the 5th version promises a pragmatic, easy method of studying, making plans, and imposing advertising strategies--helping scholars learn how to boost a customer-oriented marketplace procedure and industry plan. scholars sharpen their analytical and inventive serious pondering abilities as they examine the main recommendations and instruments of selling approach. carrying on with within the text's signature student-friendly kind, the 5th version covers crucial issues with out getting slowed down in jargon--all in a succinct 12 chapters.
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Extra resources for Marketing Strategy
The development of a sound marketing plan requires the analysis of information on all fronts. In Chapter 4, we address the collection and analysis of internal, customer, competitive, and environmental information. We also discuss the challenges involved in finding the right information from an overwhelming supply of available information. The uncertainty and continual change in the external environment also create challenges for marketers (as the Internet boom and bust have shown us). As we will see, this type of research and analysis is perhaps the most difficult aspect of developing a marketing plan.
To help resolve this issue, a number of third-party firms have stepped in to provide ratings and opinions about online merchants. com not only provide these ratings, they also provide product ratings and serve as shopping portals. eBay and Amazon go one step further by allowing buyers and sellers to rate each other. This gives both parties to the exchange process some assurance that reputable individuals or organizations exist on the other side of the transaction. The bottom line is that exchange has become all too easy in today’s economy.
However, these new opportunities for marketers come at a price: Many potential buyers resent the ability of marketers to reach them individually. Consequently, customers and governmental authorities have raised Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. 3 TARGETING CONSUMERS VIA ONLINE SOCIAL NETWORKING24 Social networking sites on the Internet have proved to be very popular with both users and advertisers. Sites like MySpace, Facebook, LinkedIn, YouTube, Digg, and Twitter allow users to ‘‘hang out’’ in an online equivalent of shopping malls, parking lots, and bars.
Marketing Strategy by O. C. Ferrell, Michael Hartline